Insights
Who needs Television Networks anymore?
We’ve been predicting the end of the Network television since the earliest days of high-speed internet access. Now, some content producers are starting to realize they don’t need the airwaves for access either:
Mininova Closes Distribution Deal for TV-Show | TorrentFreak
The “old media” is slowly realizing that BitTorrent is a great distribution platform, and above all, an excellent marketing tool. Today, The Red Band Film Company and Mininova announce the first official deal to distribute a TV-show on the popular BitTorrent site.The immense popularity of TV-shows on BitTorrent doesn’t go unnoticed, not even to TV-producers. Several TV-production companies already leaked their pilots on BitTorrent, but Red Band and Mininova take it one step further.
Mininova and Red Band made a distribution deal for the upcoming TV-show Pariah Island, a new comedy series which parodies reality TV shows like “Survivor” or “Pirate Master”. Although Red Band can’t be compared to billion dollar production studios such as 20th Century Fox Television and Warner Bros., it is a sign that times are changing and that TV-producers are looking for alternative distribution channels.
“We at Red Band recognize that downloading sites such as Mininova are a distribution medium, one which can be partnered with in a true participatory arrangement,” says the Red Band production team.
The Red Band team adds: “With this deal, Mininova gets overnight credibility as a partner of content producers, thereby disproving the notion that such sites are “pirates” seeking only to break copyrights. Mininova gets producer credit on Pariah Island, and their logo will eventually appear on Pariah Island. In exchange, Pariah Island gets advertising space and other promotional activities on Mininova.org.”
Erik, one of the founders of Mininova told TorrentFreak that the partnership will show that Mininova is more than a venue for pirated material, and hopes that more production companies will choose Mininova as a distribution platform in the future…
Would David Chase launch the Sopranos on BitTorrent? Probably not, unless he had major sponsorship (yes, we’re headed back to the day of “Soap Operas”- sponsor driven programming). Apple’s iTunes store is a more likely outlet, but this space is still in a shoot-out phase with Amazon, the networks and the billion pound Google gorilla in the corner.
If there is one player who dropped the ball- it was TiVo who had first mover opportunity- by having a user profile, a hard drive to store programs but no true Internet connection until recently. With the iPhone being Time’s gadget of the year, don’t count Apple out as becoming the leader in IPTV- and marketing targeting.
The end of the Network is near, we just don’t know exactly how the story will end.
Jan 2018 update : Mininova flamed out in April of 2017. However, there are plenty of new ways to distribute your own content- and be paid. YouTube has turned even mediocre content providers into viable businesses.
The Web 2.0 marketer: where every page is a home page
We teach a seminar called Websitetology to try to educate clients on web 2.0. We also teach a fair number of other ad agencies (even the local competition) because, well, that’s the kind of people we are.
One of the things we stress is that if you aren’t on the first page of Google you don’t exist, and that content drives traffic. Build valuable content and they will come.
Unfortunately, it’s falling on mostly dead ears. Even huge advertisers like Apple, Burger King and BMW don’t seem to understand how to port their marketing to the web properly. It’s not about how your site looks, especially your “home page”- it’s about the content on every page: every page is home for someone- about something.
So- it was good to see new media bigwigs Avenue A/Razorfish do a study to confirm what we already knew- excerpts from the Ad Age article follow- with a short primer on what we know works on the web:
Do Home Pages Have a Place in Web 2.0’s Future? - Advertising Age - Digital
Avenue A/Razorfish: Brands’ Main Sites Decline in Importance as Consumers’ Reliance on Search Grows
By Abbey Klaassen Published: October 01, 2007Garrick Schmitt was sitting in a meeting, listening to a client talk about the need to make its website “Web 2.0-compliant,” complete with tag clouds and profile pages. “Tag clouds?” thought Mr. Schmitt, VP-user experience at Avenue A/Razorfish. “Really?”…
The request seemed curious to him — do that many people really use tag clouds that a brand marketer’s website needed to incorporate them? Surprisingly, he couldn’t find the answer to that question. So he decided to find out. read more…
Our mantra statement is spreading: JDK gets it.
Just ran across this, and thought, “imitation is the greatest form of flattery”
brand new: The wedding day
Michael Jager, one of the founders of the great design shop JDK, spoke about the need for brands to create emotion and devotion
“Brands to create emotion and devotion” sounds an awful lot alike with my Next Wave t-shirt I’m wearing today “Create Lust/ Evoke Trust.”
I’ve always been a fan of Jager DiPaola Kemp - especially the living logo concept they pioneered for Burton Snowboards, where the logo morphs as fast as fashion.
Ideas can come from anyone in a connected world- Apple ad from UK student
Apple may have missed a golden opportunity by not releasing the original sound bed to the “switch” campaign (Hello, I’m a mac, and I’m a PC)- but, TBWA/Chiat Day isn’t asleep at the wheel anymore.
A user generated ad by an 18 year old student in the UK is getting a quick remake in HD for broadcast after gathering interest on YouTube. [update] If you want to compare the ad- here is the Apple version- although the link may change (due to Apple still not understanding the principals of the social web: http://www.apple.com/ipodtouch/ads/
The New York Times sees this as yet another nail in the coffin for the advertising business- and they are probably right. In a networked world, where the consumer has the ability to be on a level playing field as your corporate mega-site, it’s no longer about delivering a message, but managing the communications between market and manufacturer.
Student’s Ad Gets a Remake, and Makes the Big Time - New York Times
The idea that you do not have to be a professional to create a good commercial is becoming widespread, in a trend known as consumer-generated content. Leave it to Apple to, paraphrasing the company’s old slogan a bit, think differently.A television commercial for the new iPod Touch from Apple, scheduled to begin running on Sunday, 10-28 is being created by the longtime Apple agency, TBWA/Chiat/Day. It is based on a commercial that an 18-year-old English student and Apple devotee named Nick Haley, who says he got his first Macintosh when he was 3, created on his own one day last month.
His spot offers a fast-paced tour of the abilities of the iPod Touch, set to a song titled “Music Is My Hot, Hot Sex” by a Brazilian band, CSS.
Mr. Haley said he was inspired to make the commercial by a lyric in the song, “My music is where I’d like you to touch.”
He based the visual elements on video clips about the iPod Touch and other new products, which can be watched on the Apple Web site (apple.com). He uploaded his commercial to YouTube, where it received four stars out of a possible five and comments that ranged from “That’s awesome,” followed by 16 exclamation points, to “Makes me want to buy one and hack it.”
As of Thursday, Mr. Haley’s spot has been viewed 2,131 times on youtube.com. Among the viewers were marketing employees at Apple in Cupertino, Calif., who asked staff members on the Apple account at TBWA/Chiat/Day to get in touch with Mr. Haley about producing a professional version of the commercial…
Creative visionary and leader of TBWA/Chiat Day Lee Clow seems to be amused by this new world- and seems to get the emerging 2-way nature of advertising.
Consumers creating commercials “is part of this brave new world we live in,” said Lee Clow, chairman and chief creative officer at TBWA Worldwide, based in the Los Angeles neighborhood of Playa del Rey.
“It’s an exciting new format for brands to communicate with their audiences,” Mr. Clow said. “People’s relationship with a brand is becoming a dialog, not a monolog.”
The commercial based on Mr. Haley’s spot will be seen on football games Sunday afternoon and on “Desperate Housewives” and Game 4 of the World Series that night. It is also to be shown in Europe and Japan.
As for how faithful the professional spot is to the amateur version, Mr. Clow said, “we didn’t mess with his content” because “it has a charm to it, a youthful fun.”
The changes include more polished editing and filming the new version in high definition.
“My input was totally respected,” Mr. Haley said, adding that he considered the agency’s commercial “pretty similar” to the original.
The experience of working with the agency executives was “overwhelming, surreal and fantastic, all in one,” said Mr. Haley, who is studying politics at Leeds.
“This is my first taste” of advertising, he added, but offered a thoughtful response when asked what it means if consumers like him are willing to make commercials.
“That’s the whole point of advertising; it needs to get to the user,” Mr. Haley said. “If you get the user to make the ads, who better?”
As heartily as Mr. Clow endorsed the concept of user-generated content, he suggested that turnabout is fair play.
At TBWA, “we’re producing films we put on YouTube that we make in a day and a half in the parking lot,” he said, laughing.
The big question is how much did TBWA/Chiat Day charge for the “big idea” that came from a consumer? And does this signal the end of non-disclosure statements, and releases for any suggestions for campaigns? Are the locks coming off the doors of the creative think tanks? Will the best marketers of the future be the ones who throw open the doors with the customers to establish the brand together?
Stay tuned. And what do you think?
[update] note, it seems a lot of people are still confused between an iPod Touch and an iPhone. The product looks so similar and does so many of the same things, that people are searching for iPhone and “Music is my boyfriend”- maybe Apple should have considered a different back panel- not chrome and a different menu look for the Touch- I often look at the main menu of the screen and think the icons should be bigger to fill the screen.
Lyrics to “Music Is My Hot, Hot Sex” by a Brazilian band, CSS as in the new Apple iPod Touch commercial:
From all the drugs the one i like more is music
From all the junks the one i need more is music
From all the boys the one i take home is music
From all the ladies the one i kiss is music (muah!)Music is my boyfriend
Music is my girlfriend
Music is my dead end
Music is my imaginary friend
Music is my brother
Music is my great-grand-daughter
Music is my sister
Music is my favorite mistressFrom all the shit the one i gotta buy is music
From all the jobs the one i choose is music
From all the drinks the one i get drunk is music
From all the bitches the one i wannabe is musicMusic is my beach house
Music is my hometown
Music is my kingsize bed
Music is my hot hot bath
Music is my hot hot sex
Music is my back rub
Music is where i’d like you to touchClaro-que-sim
Fui escoteira-mirim
Direto da escola, não
Não ia cheirar cola
Nem basquete, pebolim
O que eu gosto não é de graça
O que gosto não é farsa
Tem guitarra, bateria, computador saindo som
Alguns dizem que mais alto que um furacão (rhéum)
Perto dele eu podia sentir
Saía de seu olho e chegava em mim
Sentada do seu lado
Eu queria encostar
Faria o tigela até o sol raiar
Debaixo do lençol
Ele gemia em ré bemol
Fiquei tensa
Mas tava tudo bem
Ele é fodão, mas eu sei que eu sou também